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Debates in marketing orientation /

Bozkurt, Bilgehan.

Debates in marketing orientation /

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
杜威分類號:	658.8/02
書名/作者:	Debates in marketing orientation // by Bilgehan Bozkurt.
作者:	Bozkurt, Bilgehan.
出版者:	Bingley, UK : : Emerald,, 2019.
面頁冊數:	viii, 225 p. ;; 20 cm.
標題:	Marketing.
ISBN:	9781787698369 (pbk.) :
書目註:	Includes bibliographical references (p. 163-213) and index.
內容註:	Introduction -- 1. The Bridge between Academia and Practice. Debate 1: Is There a Bridge between Academia and Practice? ; Debate 2: Can Business Practices be Valued Equally as Scientific Work? -- 2. Understanding the Customer. Debate 1: Do Marketers Know Better than Customers? ; Debate 2: Can Marketers Create Needs? ; Debate 3: How Can Brands Decide Whether to Use Consumer Research or Not? ; Debate 4: Leaving No Choice to Customers by Selling Products through Legislation and Regulations or Not ; Debate 5: Should Brands Offer Solutions to Only a Few Segments or More? -- 3. Transformational Issues. Debate 1: Should We Still Focus on Similarities between Products to Classify Businesses in an Age of Innovation and Differentiation? ; Debate 2: Is Management Here to Stay? ; Debate 3: Are There This Many Leader Organizations? ; Debate 4: Why Do Organizations Replicate Actions of Leader Organizations? ; Debate 5: What Are the Tensions among Managerial Idiosyncrasies, Artistic Passion and Freedom, and Marketing Orientation? ; Debate 6: Is Marketing Another Business Function or Who Is the Owner of Marketing? ; Debate 7: How can Organizations Manage Operations from a Marketing or Branding Perspective? ; Debate 8: Should Organizations Refer to Managerial Experience or Personal Potential? ; Debate 9: How Required Sets of Marketing Skills Change in Time? ; Debate 10: How Can Organizations Employ a Time Orientation? ; Debate 11: Is Marketing Mix Still Relevant or Why Are Not New Perspectives among Widespread Practices?; Debate 12: How Can Organizations Decide on Employing Conventional or Extraordinary ideas? ; Debate 13: Can In-house Competition, instead of In-house Collaboration, Make Organizations Successful? ; Debate 14: What Are the Tensions of Organizational Change? ; Debate 15: What Are the Tensions of Altering a Corporate Culture? ; Debate 16: How Can Organizations Translate Marketing Conceptions to Different Cultures? -- 4. Conclusion.

Debates in marketing orientation /
Bozkurt, Bilgehan.

Debates in marketing orientation /by Bilgehan Bozkurt. - 1st ed. - Bingley, UK :Emerald,2019. - viii, 225 p. ;20 cm. - Emerald points. - Emerald points..

Includes bibliographical references (p. 163-213) and index.

Introduction -- 1. The Bridge between Academia and Practice. Debate 1: Is There a Bridge between Academia and Practice? ; Debate 2: Can Business Practices be Valued Equally as Scientific Work? -- 2. Understanding the Customer. Debate 1: Do Marketers Know Better than Customers? ; Debate 2: Can Marketers Create Needs? ; Debate 3: How Can Brands Decide Whether to Use Consumer Research or Not? ; Debate 4: Leaving No Choice to Customers by Selling Products through Legislation and Regulations or Not ; Debate 5: Should Brands Offer Solutions to Only a Few Segments or More? -- 3. Transformational Issues. Debate 1: Should We Still Focus on Similarities between Products to Classify Businesses in an Age of Innovation and Differentiation? ; Debate 2: Is Management Here to Stay? ; Debate 3: Are There This Many Leader Organizations? ; Debate 4: Why Do Organizations Replicate Actions of Leader Organizations? ; Debate 5: What Are the Tensions among Managerial Idiosyncrasies, Artistic Passion and Freedom, and Marketing Orientation? ; Debate 6: Is Marketing Another Business Function or Who Is the Owner of Marketing? ; Debate 7: How can Organizations Manage Operations from a Marketing or Branding Perspective? ; Debate 8: Should Organizations Refer to Managerial Experience or Personal Potential? ; Debate 9: How Required Sets of Marketing Skills Change in Time? ; Debate 10: How Can Organizations Employ a Time Orientation? ; Debate 11: Is Marketing Mix Still Relevant or Why Are Not New Perspectives among Widespread Practices?; Debate 12: How Can Organizations Decide on Employing Conventional or Extraordinary ideas? ; Debate 13: Can In-house Competition, instead of In-house Collaboration, Make Organizations Successful? ; Debate 14: What Are the Tensions of Organizational Change? ; Debate 15: What Are the Tensions of Altering a Corporate Culture? ; Debate 16: How Can Organizations Translate Marketing Conceptions to Different Cultures? -- 4. Conclusion.

ISBN: 9781787698369 (pbk.) :NTD 1,952

LCCN: 2019300261Subjects--Topical Terms:

173043
Marketing.

LC Class. No.: HF5415 / .B69 2019

Dewey Class. No.: 658.8/02

Debates in marketing orientation /
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100 1 $a Bozkurt, Bilgehan. $3 704452
245 1 0 $a Debates in marketing orientation / $c by Bilgehan Bozkurt.
250 $a 1st ed.
260 $a Bingley, UK : $b Emerald, $c 2019.
300 $a viii, 225 p. ; $c 20 cm.
490 1 $a Emerald points
504 $a Includes bibliographical references (p. 163-213) and index.
505 0 $a Introduction -- 1. The Bridge between Academia and Practice. Debate 1: Is There a Bridge between Academia and Practice? ; Debate 2: Can Business Practices be Valued Equally as Scientific Work? -- 2. Understanding the Customer. Debate 1: Do Marketers Know Better than Customers? ; Debate 2: Can Marketers Create Needs? ; Debate 3: How Can Brands Decide Whether to Use Consumer Research or Not? ; Debate 4: Leaving No Choice to Customers by Selling Products through Legislation and Regulations or Not ; Debate 5: Should Brands Offer Solutions to Only a Few Segments or More? -- 3. Transformational Issues. Debate 1: Should We Still Focus on Similarities between Products to Classify Businesses in an Age of Innovation and Differentiation? ; Debate 2: Is Management Here to Stay? ; Debate 3: Are There This Many Leader Organizations? ; Debate 4: Why Do Organizations Replicate Actions of Leader Organizations? ; Debate 5: What Are the Tensions among Managerial Idiosyncrasies, Artistic Passion and Freedom, and Marketing Orientation? ; Debate 6: Is Marketing Another Business Function or Who Is the Owner of Marketing? ; Debate 7: How can Organizations Manage Operations from a Marketing or Branding Perspective? ; Debate 8: Should Organizations Refer to Managerial Experience or Personal Potential? ; Debate 9: How Required Sets of Marketing Skills Change in Time? ; Debate 10: How Can Organizations Employ a Time Orientation? ; Debate 11: Is Marketing Mix Still Relevant or Why Are Not New Perspectives among Widespread Practices?; Debate 12: How Can Organizations Decide on Employing Conventional or Extraordinary ideas? ; Debate 13: Can In-house Competition, instead of In-house Collaboration, Make Organizations Successful? ; Debate 14: What Are the Tensions of Organizational Change? ; Debate 15: What Are the Tensions of Altering a Corporate Culture? ; Debate 16: How Can Organizations Translate Marketing Conceptions to Different Cultures? -- 4. Conclusion.
650 0 $a Marketing. $3 173043
830 0 $a Emerald points. $3 704453